Optimising a job advert for Google for Jobs means ensuring that the job description contains accurate Job Posting structured data, a clear job title, location, salary and employment terms. Google extracts this data and displays your job advert at the top of the dedicated job listings page, enabling more candidates to find your advert straight away.
You’ve probably noticed: you post a job vacancy online, but the right mechanics, drivers or welders don’t see it. Google for Jobs can make all the difference, provided your job vacancy is technically accurate and the content is correct. In this article, you’ll find out how to go about this step by step.
What is Google for Jobs and how does it work?
Google for Jobs is a job search feature within Google that aggregates job vacancies from various sources into a single overview above the standard search results. It is neither a job site nor an advertising product: Google automatically retrieves job vacancies from websites and job boards that use the correct structured data.
When someone searches for, say, “welder job vacancies in Vlissingen”, a section with job vacancies appears that you can filter by location, employment type and publication date. If your vacancy isn’t listed there, there’s a good chance that your structured data is missing or incomplete.
The function works on the basis of the Schema.org Job Posting Schema. This markup tells Google exactly what the job title, company, location and terms of employment are. Without this information, Google cannot display your job vacancy correctly.
How do you optimise a job advert for Google for Jobs?
You can optimise a job advert for Google for Jobs by ensuring three things are in place: correct structured data, a specific and searchable job title, and fully completed fields for location, salary and end date. Without these basics, your job advert will not be displayed, or will be displayed incompletely.
Would you like to find out more about data-driven recruitment?
- Recruitment using AI and data
- Takes an average of 3–8 weeks to complete
Follow the steps below in order. That way, you can be sure you haven’t missed anything and that your job advert is both easy to find and appealing.
- Use a searchable job title. Choose a title that your target audience would actually type in, for example “Mechanical Engineering Service Technician” rather than internal jargon such as “Level 3 Field Engineer”.
- Add JobPosting markup. Let your website or ATS fill in the required fields: title, description, date posted, employment status and employer.
- Please enter the exact location. State the town and region. For recruitment around shipyards or industrial estates, region-specific targeting is crucial.
- Enter the salary. Job adverts that include a salary indication often attract more clicks. State a realistic salary range.
- Set a valid end date. Expired vacancies are removed from the list; please keep the date up to date.
- Test it using the Rich Results Test. Check that Google is reading the data correctly before you publish.
These steps are in line with the way we at FosFor structure job vacancies within our data-driven approach. After all, being found is only the start; the text itself must convince the right candidate.
What structured data does Google for Jobs require?
Google for Jobs requires a number of mandatory JobPosting fields and rewards you with better visibility if you also fill in the recommended fields. If any mandatory fields are missing, your job vacancy will not be included.
The table below shows which fields are mandatory and which are recommended according to Google’s official guidelines, so you can quickly see the minimum requirements.
| Field | Status | Why is this important? |
|---|---|---|
| title | Compulsory | Determines which search queries you appear in |
| description | Compulsory | Full job description in HTML |
| datePosted | Compulsory | Determines the timeliness of the display |
| hiringOrganisation | Compulsory | Displays your employer’s name and logo |
| jobLocation | Compulsory* | Required for location-based search |
| baseSalary | Recommended | Increases click-through rates and helps manage expectations |
| employmentType | Recommended | Can be filtered by full-time, part-time or temporary |
| validThrough | Recommended | Prevents expired job vacancies from remaining on the site |
*For functions that are completely location-independent, use the field jobLocationType with the value TELECOMMUTE. The full specification can be found in the documentation from Google Search Central.
How do you write a job advert that appeals to candidates and is easy to find?
A good job advertisement combines searchability with persuasiveness: use your target audience’s search term in the title and first paragraph, and then explain why this job is worth applying for. Technical elements and text reinforce each other; markup alone won’t generate applications.
Start with the job title as candidates are familiar with it. Then go on to describe specific duties, terms of employment and career progression opportunities. Our own target audience data often shows that employers expect different priorities to what candidates actually consider important – for example, commuting distance, shift work or career progression rather than just salary.
Keep the text easy to scan by using short paragraphs and subheadings. Be sure to explain the application process as well, as a lack of clarity about this is a common reason for applicants dropping out. You can read more about this in our article on Explaining the application process in your job advert.
Would you like to know which message resonates in, say, the engineering sector? Then take a look at which Social recruitment content works for the tech sector, so that your job advert and campaign are aligned.
Google for Jobs or paid campaigns: which should you choose?
Google for Jobs is free and organic, but it mainly helps you reach active jobseekers. For hard-to-fill vacancies, you’ll often need paid campaigns as well to reach the large group of latent jobseekers who aren’t actively looking.
According to the UWV, engineering and industry are among the sectors with the most hard-to-fill vacancies (UWV, 2025). In such a tight labour market, passively waiting for applications is rarely enough. “We’ve noticed that the best skilled workers rarely apply for jobs themselves; you reach them through targeted campaigns on social media and Google,” explains an account manager at FosFor.
The most effective approach combines both: Google for Jobs as a foundation for discoverability, and data-driven campaigns on Meta, Google, LinkedIn or TikTok for reach and speed. At FosFor, vacancies are filled in this way within 3 to 8 weeks on average, with clients interviewing only the 2 to 4 best candidates each month.
Are you unsure which combination is right for your vacancies? Book a no-obligation strategy meeting and find out how to attract top talent more quickly whilst spending less time on individual applicants. For specific roles, you can also start by our current vacancies for top performers view.
Frequently Asked Questions about Google for Jobs
How much does it cost to appear on Google for Jobs?
Appearing on Google for Jobs is free. Google does not charge for the organic display of job vacancies. You only pay for the website or ATS you use to publish the correct structured data. Paid recruitment campaigns are a supplement, not a prerequisite for this feature.
How long will it take for my job vacancy to go live?
Once published with the correct JobPosting markup, a job vacancy will usually appear within a few days, as soon as Google crawls the page again. The speed at which this happens depends on how often Google visits your site and whether all the required fields have been filled in correctly. Test this in advance using the Rich Results Test.
Why isn’t my job advert listed on Google for Jobs?
The most common causes are missing or incorrectly structured data, an expired end date or a blocked page. Check that all required fields are present and that the job vacancy page has not been blocked via robots.txt. A validation tool will show you straight away where the problem lies.
Is Google for Jobs enough for hard-to-fill vacancies?
For hard-to-find roles in engineering, the maritime sector or logistics, Google for Jobs is rarely sufficient, as it mainly reaches those who are actively looking for work. Combine it with data-driven campaigns that also appeal to passive jobseekers. This will increase your reach and significantly reduce the time it takes to fill the vacancy.
Do I need to state a salary in my job advert?
It is not compulsory to state a salary, but it is strongly recommended. Job adverts that include a salary indication often receive more clicks and attract more suitable candidates. State a realistic range that is in line with the labour market, so that expectations are clear on both sides.
Do you want to do more than just make your job vacancies easy to find – do you want to attract the right people on a consistent basis? Find out how from data to the right candidate It works in practice and will immediately make your next job advert stand out more.